As part of the campaign, the manufacturer has launched a dedicated YouTube channel and Facebook page for Emla, as well as a consumer website – www.ihateneedles.co.uk – and partnered with pregnancy and parenting resource ‘Emma’s Diary’.

“The memory of needle pain can have a lasting effect,” as up to “one in four adults fear needles, with most fears developing in childhood”, Aspen claimed. Emla cream can “help numb the skin before needle procedures or minor skin operations”, it added.

The designated over-the-counter pack, containing one 5g tube of Emla cream and two occlusive dressings, retails at £5.50.